فرهنگ روان ‌ریتی در جامعه؛ نقش خرده‌ سلبریتی ‌های انگیزشی در اینستاگرام

در طی دهه اخیر استفاده از شبکه اجتماعی اینستاگرام در ایران افزایش یافته است. این رشد هم‌زمان سبب به وجود آمدن مفاهیمی هم‌چون خرده سلبریتی، اینستاگرامی‌ها و ... شده است. این فضا با تاسی از فضای روان‌شناسی مثبت حاکم بر جامعه توانسته است خیل عظیم جمعیت مجازی را با خود برای رسیدن به موفقیت فردی همراه کند. هدف مقاله حاضر، مطالعه فرهنگ روان‌ریتی در ایران؛ با تاکید بر نقش خرده سلبریتی‌های انگیزشی در اینستاگرام برای فهم این موضوع که چگونه افراد معمولی توانسته‌اند در این فضا، از طریق تبلیغ و ترویج آموزه‌های موفقیت موردتوجه قرار بگیرند. همچنین، بتوانند به‌عنوان الگوهای جدید برای کسب زیست شادانه و موفقیت در جامعه معرفی شوند. روش مطالعه در این مقاله کیفی و از کنیک تحلیل محتوی جهت جمع‌آوری و تحلیل داده‌ها استفاده شده است. یافته‌های تحقیق نشان می‌دهد که با الگوهای مختلفی از زیست شادانه مواجه هستیم؛ ازجمله می‌توان به اسطوره‌سازی‌ موفقیت، چرخش به سمت خوش‌بختی، خلق ربات‌های شادنما، انسان‌ خودتنظیم‌گر، آموزه‌های قدردانی و خودبرندسازی اشاره کرد. نتایج نشان می‌دهد که فرهنگ روان‌ریتی، متاثر از خرده سلبریتی‌ها انگیزیشی، پیوند محکمی با اقتصاد نئولیبرال دارد و همانند اقتصاد به فرایند تولید_ نسخه‌های جدیدی از خود_ متکی است.

the culture of psychologist-celebrity in society: the role of top motivational on instagram

the ascendance of instagram in iran over the past decade has instigated profound cultural shifts, as evidenced by the participation of approximately 48 million users, comprising more than 50% of the population, on the platform. this expansion has been instrumental in catalyzing the emergence of micro-celebrities, instagrammers, and motivational influencers, who have collectively contributed to a societal emphasis on individual success and bliss. this study seeks to investigate how instagram has enabled these phenomena, specifically exploring the role of micro-celebrities in fostering individual achievement and entrepreneurial endeavors. the study employed qualitative content analysis, guided by mayring’s framework, to analyze content such as posts, captions, and stories from nine renowned motivational bloggers with over 500,000 followers, drawing insights from data collected from june to july 2022. the research results unveil a myriad of recurring patterns pertaining to perceived happiness and success, such as the mythologization of success, emotional well-being, self-regulation, gratitude, and self-branding. these patterns underscore an interwoven psychology-celebrity culture that is deeply enmeshed with neoliberal economic principles, accentuating individual accountability and underscoring the internal sources of contentment. the research illuminates how micro-celebrities substantially contribute to shaping these narratives, as they position themselves as role models and offer success training packages. emphasized through self-branding, this phenomenon reinforces the principle of extreme individualism, thereby fragmenting traditional social bonds and elevating the pursuit of personal success into prominence. innovation in this research resides in its thorough examination of instagram’s influence on societal norms pertaining to success and happiness. the conclusion underscores the profound impact of micro-celebrities on shaping the values and aspirations of contemporary iranian society through social media, indicating that this phenomenon mirrors global trends in forming personal and cultural identities via social media.introductionthe extensive growth of instagram in iran throughout the past decade has brought about a restructuring of societal dynamics, particularly in the sphere of self-expression and aspirations. millions of users have made instagram a prolific breeding ground for various personas, among them micro-celebrities and motivational influencers, who hold considerable sway over perceptions of success and happiness. this article elucidates the transformational role of instagram in shaping individual aspirations and societal norms, with a special focus on the rise of micro-celebrities as architects of success and happiness.over the past decade, instagram usage has significantly escalated in iran. research conducted by beat research center (2020) indicates that a remarkable forty-eight million individuals (accounting for more than 50% of the population) are now registered instagram members. additionally, there is an excess of seven thousand user pages that boast an impressive count of more than 500,000 followers. the escalating growth of instagram usage in iran over the past decade has given rise to the emergence of novel concepts, including micro-celebrities, instagrammers, and motivational influencers. concurrently, this phenomenon has precipitated the emergence of individuals who prioritize individual triumph in the prevailing positive psychological atmosphere, consequently pervading society.